Brand is essentially the sum of all experiences related to the product, service, and companies that make and deliver the product.Brand is essentially the sum of all experiences related to the product, service, and companies that make and deliver the product. Brand perceptions are shaped by functional experiences (i.e. speed, quality, reliability, ease of use) as well as emotional experiences (i.e. make me feel better, improve my performance, make my life/job more gratifying or easier) the customer associates with the product and company.
Our customer experience research services address key business issues in the support of our clients when developing or evolving new products, services and interfaces. They provide the insight to understand customers’ needs, goals, habits and satisfaction levels when they engage with them and their competitors and provide conceptual and design validation that result in actionable recommendations for improvement.
Brand experiences and perceptions are developed over time through a variety of sources, including:
- Previous experience with the brand
- Interactions with sales, customer service, and other employees
- Recommendations from friends and colleagues
- Reviews by reputable sources
A Comprehensive Picture is Critical
When measuring brand perception, a comprehensive picture is key and this is where technology and clearly identified metrics can help, but there is still a huge reliance on human strategy to use those metrics effectively. When measuring brand perception, a comprehensive picture is key and this is where technology and clearly identified metrics can help, but there is still a huge reliance on human strategy to use those metrics effectively. There is no one solution to identifying the correct metrics or how those metrics are measured, but we have identified a number of important factors to consider, and these are more likely to lead to successful marketing measurement programs
First, it’s vital to have a clearly stated objective, it is useless to measure for the sake of measuring. It is important to start with the business goals and work down to the key indicators which can assist in meeting those goals.
Second, measurement has to be continual for it to be sustainable. In one sense it is better to have a simple brand measurement solution than something which is overly complex, as this will be difficult to use on a regular basis. One of the key factors to a successful brand measurement program is consistency. For the brand strategy to be successful, brand monitoring over time and then fine-tuning that program is key, note that the market is always changing, so companies also need to regularly monitor the metrics they have in place.
Third, technology can greatly assist in the monitoring process, but the technology is only as good as the individual who can use that technology to generate insights, who can understand how to apply market intelligence to meet the business goals.
Brands and Social Media
Today blogs and social media are helping consumers leave a digital trail of those thoughts that anyone around the world can access.Customers have been talking about brands for as long as there have been brands. Today blogs and social media are helping consumers leave a digital trail of those thoughts that anyone around the world can access. So, if there are a high percentage of people who find a product to be low quality, there’s a good chance there’s a digital trail about the product’s shortcomings.
Monitoring and analyzing the social media is a vital source of information on brand perception, at One to One Insight we are analysing various social media channels to help our clients stay connected to their customers, and the market as a whole, to assist our clients to drive product development and outbound communications.
Here at One to One Insight we help product managers monitor product discussions for quality issues and trends in feature/functionality of a product. For marketers, we assist track messages and see how these messages can be integrated into their forthcoming campaigns. In Corporate Communications, we try and identify the most influential bloggers, ‘the influencers’ and see what they are saying about the brands we work for. Throughout this work, we are monitoring their mindshare (or share of voice) against the competition.